Public Sector: Battle to save PR campaigns

A 'spend to save' directive is behind the Government's move to pull the
plug on a number of PR campaigns.

The Cabinet Office last week announced a 52 per cent reduction in
marketing and advertising spend, and 287 redundancies.

This week, a Cabinet Office spokesman would not reveal how many
campaigns had failed the internal assessment by its efficiency and
reform group.

Among the few government PR campaigns to be exempted from the Cabinet
Office cull are the Department for Transport's THINK road safety
campaign, HM Revenue & Customs information on paying business taxes and
the National Savings and Investments programme.

But many more campaigns are likely to be stopped in their tracks. One
former Government comms director said: 'Departments will need to
convince ministers that any PR or advertising they do will be a "spend
to save". So, for example, THINK will save lives and save NHS care for
road injuries, and inland revenue will raise tax and save admin
time.'

The key battles are expected to be fought over potentially life-saving
Department of Health campaigns. One former comms chief said: 'I think
the bottom line is quite easy to read - if it is about safety or
ensuring revenue for the Government, it's fine. Anything else is in
trouble. Health is the more interesting area to debate where the line
should be drawn.'

HOW I SEE IT

SIMON FRANCIS, Board director, Band & Brown

The exemptions granted by the Government show that where marketing can
prove a demonstrable behavioural change, provide information about key
government operations or is vital to the future of Britain, a case can
be made.

As with previous announcements, last week's news about the COI was
greeted by silence from the industry - despite national media
coverage.

It is up to departments, industry bodies and agencies to make the case
louder and stronger that marketing and PR have a vital role to play in
creating a better Britain as well as delivering immediate, effective
comms for government services.